Digital Marketing: Who, What, Why, and How

Marketing has been about connecting with your audience in the right place, at the right time. Today— in an era of globalization and a global pandemic— this means meeting them where they're spending most of their time: online.

At Nexigram, we get a lot of questions about digital marketing. We will try to simplify the concept and help you learn about strategies that can help you maintain and grow your business.

● What is digital marketing?

● Why is digital marketing important?

● Types of Digital Marketing

● What does a digital marketer do?

● How to Do Digital Marketing

● I'm ready to try digital marketing. Now what?



What is digital marketing? What is its role in business?

Put, it's marketing that uses an electronic device or the internet. It allows businesses to leverage search engines, social media, and email to connect with customers. Digital marketing is so joint that consumers expect to learn about and connect with brands.

Business's online branding assets — Ads, email marketing, social media, and beyond — a range of tactics fall under the digital marketing scope.

So To be competitive as a business owner, you'll need to embrace some of these strategies. This can be daunting, but luckily you have many tools at your disposal that allow you to get creative and experiment— even on a budget.

Why is digital marketing important?

1. Digital marketing helps you reach a larger audience while targeting the most likely prospects to buy your product or service.

2. It lets you identify a highly-specific audience and send personalized, high-converting marketing messages.

An example is using social media's targeting features to show ads to a particular audience based on age, gender, location, interests, networks, and behaviours.


3. Digital marketing is often more cost-effective than traditional methods.

You're able to track campaigns daily and adjust the amount you're spending on a channel based on its return of investments (ROI). In traditional advertising, It doesn't matter how your billboard performs — it still costs the same.

If you work for a small business, you might try social media, blogging, or SEO strategies to get a high ROI, even with minimal spending.

4. Digital marketing lets you outrank more prominent players in your industry.

It can be challenging to compete with major brands in your industry. Fortunately, digital marketing strategies offer a foothold— search engines prioritize content that aligns with the target audience and algorithms.

5. Digital marketing is measurable.

Digital marketing can give you a comprehensive, real-time view of all the metrics that matter to your company, including impressions, shares, views, clicks, and time-on-page.


Website Traffic

Using digital analytics software, available in platforms like Nexigram, you can see how many people have viewed your website's homepage, how many pages they visited, what device they were using, and where they came from, allowing you to note essential patterns.


Content Performance and Lead Generation

Imagine you've created a product brochure, and it's mailed to potential buyers — you have no way of knowing how many people read it. If you put that content online, you can measure how many people view its host page while collecting the contact details of those who download it via forms. Now you can gauge how many people are engaging with your content while gathering leads.


Attribution Modeling

Attribution Modeling helps identify trends in the way people interact with your product, letting you trace all of your sales back to your customer's first digital touchpoint.


Types of Digital Marketing


Here's a quick rundown of a few of the most common digital marketing tactics. Other tools can help you manage and grow your business.


Search Engine Optimization (SEO) is the process of optimizing your website to "rank" higher in search engine results, increasing the amount of organic (or free) traffic your website receives. Websites, blogs, and infographics benefit from SEO.


  • Content Marketing

This is the creation and promotion of content that promotes brand awareness, traffic growth, lead generation, and customers. Channels like blog posts, ebooks and whitepapers, and infographics allow you to illustrate industry expertise, generate organic search traffic, generate leads, educate website users, and move customers through the buyer's journey.


  • Social Media Marketing

This practice promotes your content on social media to increase your business's brand awareness, traffic, and leads. If you're new to social media platforms, you can use tools like Nexigram cloud campaign to connect channels like Linkedin and Facebook and others in one place. This lets you schedule content for multiple channels simultaneously while monitoring analytics.


What do digital marketers do?


Digital marketers are in charge of

  • Brand awareness

  • Lead generation

Through all the digital channels at a company's disposal. These can include social media, the company's website, search engine rankings, email, display advertising, and the company's blog.

Whether handling SEO, Social Media Marketing, Pay Per Click (PPC), Inbound Marketing or beyond, the exemplary digital marketers have a clear view of how each campaign supports their overarching goals.


How to Do Digital Marketing

1. Define your goals.

Maybe your goal is to increase brand awareness through social media or increase sales on a specific product through SEO and optimizing content. Regardless, it's easiest to shape a digital marketing strategy after you've set goals.


2. Identify your target audience.

One of the most significant benefits of digital marketing is the opportunity to target specific audiences – however, first, you must identify your desired audience.


3. Define a budget for each digital channel.

You don't need a large budget if you're focusing on inbound techniques like SEO, social media, and content creation for a pre-existing website. The main focus is on creating quality content for your audience.

You can start by hosting a website and creating content using Wix, or you can use WordPress hosted on WP Engine, StudioPress, or build your website without code via the Elementor Website Builder for WordPress.


4. Strike a balance between Paid and Free strategies.

A digital marketing strategy needs both paid and free aspects to be effective. Ultimately, it's highly recommended to focus on building your organic reach using content, SEO, and social media for more sustainable success. To learn which channels work best for your brand, you'll need to adapt as you go.

5. Create engaging content.

Now it's time to create content for your chosen channels through social media posts, blog posts, PPC ads, sponsored content, email newsletters, etc.


6. Optimize your digital assets for mobile.

It would be best to optimize your digital ads, web pages, social media images, and other digital assets for mobile devices. Implement a responsive website design to make browsing user-friendly for mobile users.

7. Conduct keyword research.

Digital marketing is all about reaching audiences through personalized content — this can't happen without effective keyword research. It's critical for optimizing your website and content for SEO

8. Iterate based on the analytics you measure.

Your team must learn to pivot based on analytics to create an effective long-term digital marketing strategy.

Perhaps you find your audience isn't interacting as much with your Instagram content, but they love what you're sharing on Linkedin. This is an opportunity to re-examine your Instagram strategy. However, it might also be a sign that your audience prefers a different social media channel to connect with your brand.

Digital marketing provides businesses with dynamic, flexible opportunities to adapt — it's up to you to take advantage of it.